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Eye Tracking

What is eye tracking?

Eye tracking is a test method that involves following the eye movements of a participant, while they use a software application, usually with the help of a specially adapted camera. In Usability testing eye tracking can help experts discover what images and text are of the most interest to the user, or what stands out the most. Mouse tracking can also be used to see what elements a person focuses on in a user interface.

Why is eye tracking useful?

Eye tracking is useful because it can help usability experts discover whether a user interface is optimized for end users. For example usability tests with eye-tracking technology have exposed that many people do not read everything on a user interface, and instead often focus on key visuals and headlines. By using eye tracking technology, experts can discover whether call to action buttons are visible enough for users, or whether the most important information on a website is in the optimal part of a screen.

How to use eye tracking to improve usability

Eye tracking technology can help experts discover where users are most likely to focus their attention. Important information and call to action buttons can therefore be placed in these locations to ensure they receive the most attention from users. By optimizing an interface for the user’s line of vision, the user experience will become more intuitive.

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